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Cultural Dissonance: Surfers' Environmental Attitudes and Actions.
1Department of Sports, Physical Education and Outdoor Studies, Faculty of Humanities, Sports and Educational Sciences, University College of Southeast Norway, Bø, Norway.
Frontiers in Sports and Active Living
|October 4, 2021
Summary
Norwegian surfers perceive themselves as environmentally conscious, yet their purchasing habits and travel contribute significantly to CO2 emissions. This study explores their cognitive dissonance and coping mechanisms regarding this environmental attitude-action gap.
Area of Science:
- Environmental sociology
- Consumer behavior
- Cultural studies
Background:
- Surfers often self-identify as environmentally friendly.
- Previous research indicates a potential disconnect between environmental attitudes and actions in various groups.
Purpose of the Study:
- To examine the environmental attitudes and behaviors of Norwegian surfers.
- To investigate the attitude-action gap concerning environmental consciousness and consumption/travel patterns.
- To analyze the psychological and cultural factors contributing to this dissonance.
Main Methods:
- Quantitative data collection via questionnaire (n=251).
- Qualitative data collection through six in-depth interviews.
- Analysis using cognitive dissonance theory and a Bourdieusian cultural perspective.
Main Results:
- Most surfers express strong environmental consciousness.
- Significant purchasing of surf apparel/equipment and frequent travel lead to high CO2 emissions.
- A notable attitude-action gap exists, causing emotional conflict for surfers.
Conclusions:
- The surf culture's values (nature connection vs. exotic travel) create conflicting actions.
- Cognitive dissonance helps explain the psychological discomfort arising from the attitude-action gap.
- These conflicts may be conceptualized as 'cultural dissonance' within the surfing community.
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